From Journalism to Franchising: The Power of Storytelling

On this episode of The Art of Franchise Marketing, our host Madeleine Zook is joined by the VP of Marketing at Verlo Mattress, Ira Klusendorf, to discuss the company's differentiators and the importance of education and storytelling in their marketing strategy. Ira shares his background as a journalist, Emmy award winner, and transition to marketing and franchising. 

Verlo Mattress is a company of trusted sleep comfort experts who are passionate about helping people to achieve a better day awake through a more comfortable night’s sleep. Verlo manufactures adjustable mattresses that address specific sleep comfort needs. The company differentiates itself by being both a manufacturer and retailer selling mattresses directly to consumers. They focus on providing a customized and tailored mattress for each customer based on their specific needs. They offer a lifetime comfort guarantee, which allows them to adjust the mattress for the customer as needed. They compete in the crowded mattress market by focusing on education and storytelling in their marketing strategy. 

Ira Klusendorf's background in journalism and storytelling has helped bring the Verlo Mattress story to life as he highlights the importance of transparency, honesty, and openness in communication throughout this episode.